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Equality

FIFA Rejects TV Bids for Women’s World Cup for Being Too Low

  • The 2023 Women’s World Cup is in Australia and New Zealand
  • Women’s football is smashing attendance and viewing records
USA's players celebrate  after the 2019 Womens World Cup football final match.

USA's players celebrate  after the 2019 Womens World Cup football final match.

Photographer: Franck Fife/AFP/Getty Images

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FIFA, world football’s governing body, rejected recent bids for the television rights to the 2023 Women’s World Cup as too low and challenged broadcasters to offer better value.

“This is not a case of being priced out, but rather testament to a lack of willingness of broadcasters to pay what the women’s game deserves,” Romy Gai, FIFA’s chief partnerships and media officer, said in an interview.